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Global Marketing Management

Global Marketing Management. Strategies Memasuki Pasar global dan ekspansi. Mengidentifikasi kriteria sleksi pasaran luar negeri Memahami alternatif pasar yang dapat dimasuki perusahaan. Mengenal aktivitas ekspor sebagai sebuah proses pengembangan dari waktu ke waktu

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Global Marketing Management

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  1. Global Marketing Management Strategies Memasuki Pasar global dan ekspansi

  2. Mengidentifikasi kriteria sleksi pasaran luar negeri Memahami alternatif pasar yang dapat dimasuki perusahaan. Mengenal aktivitas ekspor sebagai sebuah proses pengembangan dari waktu ke waktu Memahami strategi memasuki pasar yang berbeda: sourcing, lisensi,investasi & kepemilikan Tujuan pembelajaran:

  3. Political risk Market access Factor cost & conditions Shipping consideration Country infrastructure Foreign Exchange Decision Criteria for IB

  4. ... Harus didasarkan pada beberapa kriteria: Karkteristik pasar Aspek biaya Rancangan undang-undang tarif, kewajiban & batasan non-tarif dalamperdagangan Tingkat kepentingan kriteria seleksi tergantung pada berbagai industri dan pasar Selesi Pasar Asing

  5. 1. Potensi pasar 2. Akses memasuki pasar 3. Biaya pengiriman dan waktu 4. Tingkatan penilaian & Qualitas kompetisi 5. Pelayanan 6. Kesesuaian produk Kritria Selesi Pasar

  6. Siapa pembeli produk kita? Siapa yang tidak membeli produk kita? Kebutuhan apa atau fungsi apa yang dipenuhi dengan produk kita? masalah apa yang dipecahkan oleh produk kita? Apa yang dibeli konsumen saat ini untuk memuaskan kebutuhan atau memecahkan masalah dimana produk kita ditargetkan Berapa harga yang mempu dibayar untuk produk yang dibeli saat ini? Kapan rpoduk kita dibeli? Dimana produk kita dibeli? Mengapa produk kita dibeli? Prtanyaan kritis untuk profil pasar produk: The 9 W´s

  7. A Multi-Stage Selection Process Source: adapted from D.J.G. Schneider, and R.U. Müller, Datenbankgestützte Marktselektion: Eine methodische Basis für Internationalisierungs-strategien, Stuttgart, 1989

  8. ... is essential after assessment & selection of potential market(s) goals: to confirm (or contradict) assumptions regarding market potential to gather additional (primary) data to develop a marketing plan in co-operation with the local agent or distributor Visiting the Potential Market

  9. Production Abroad Ownership and Control

  10. Direct market representation via wholesalers or retailers or directly to the consumers Independent representation independent distributor Piggyback marketing distribution through another distributor´s channel Direct Exporting

  11. Stages of the firm 1. ... is unwilling to export. 2. ... fills unsolicited export orders (export seller). 3. ... explores the feasibility of exporting (may bypass stage 2). 4. ... exports to one or more markets on a trial basis. 5. ... is an experienced exporter to one or more markets. 6. ... pursues country or region focused marketing. 7. ... evaluates the global market potential. All markets, domestic & international, are regarded as equally worthy of consideration. Exporting: A Developmental Process

  12. Logistics Legal procedure Servicing exports Sales promotion Foreign market intelligence Export-Related Problems

  13. Factor costs & conditions Logistics Country infrastructure Political risk Market access Exchange rate, availability & convertibility of local money Sourcing Decision Factors

  14. “contractual arrangement whereby one company (licensor) makes an asset available to another company (licensee) in exchange for royalties, license fees or other form of compensation” Licensing

  15. A form of licensing “a company permits its name, logo, cultural design and operations to be used in establishing a new firm or store.” Franchising

  16. Company run by two or more partner firms Risk is shared and different value chain strengths are combined Influence depends on degree of ownership Good opportunity to build on local know-how JV finds greater acceptance by local authorities Joint Ventures

  17. Represents the most extensive engagement abroad Subsidiary is either established through the creation of a new facility or the acquisition of an existing firm Company has complete decision power & control Investor achieves greater flexibility In many countries majority or 100% ownership by foreign companies is forbidden Wholly-owned Subsidiaries/Acquisition

  18. Narrow focus: concentrated markets/concentrated countries Country focus: diverse markets/concentrated countries Country diversification: concentrated markets/diverse countries Global diversification: diverse markets/diverse countries Strategi Perluasan Pasar

  19. Pemilihan pasar luar yang potensial harus didasarkan pada evaluasi kriteria yang mempengaruhi potensi keberhasilan di luar negeri disecra teliti; seperti potensi pasar, kemudahan memasuki pasar, atau kesesuaian product . Sekali pasar luarnegri yang potensial dipilih, perusahaan harus memutuskan untuk memasuki paar tersebut company has to decide how to enter this market. Ringkasan

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